US Clothing Giant GAP&Nbsp; Purchases US $10 Billion (1)

If you haven't heard of the top retailing in the US

When the former US President Clinton's sex scandal spread all over the world, the blue GAP skirt displayed by the public in front of Lewinsky was let people talk and take delight in it.

For a time, the reputation of GAP is very loud. Every person who passes by or enters GAP store will run in to see if there is a blue GAP skirt.

Some even call Clinton's sex scandal "GAP gate incident".

For brand experts, this seems to be a good thing for GAP's popularity, but there may be a discount on its reputation.

People care not only about gossip, but also its price.

In the US GAP store, the price of the skirt is less than 10 dollars.

Yes, the parity and universality of GAP can be seen.

It is very similar to the price range from Sweden's H&M, Spain's ZARA and Japan's UNIQLO, and because of this, some people call GAP the "McDonald's" of the clothing industry.

Now, the world's fashion giant, which has more than 4200 chain stores around the world, is finally "late".

Recently, Yang Deming, President of GAP China, told the first financial daily, "GAP expects to open 4 shops in China at the end of 2010, of which 2 are in Beijing and 2 in Shanghai, and each shop has an area of 1100~1800 square meters.

At the same time, network sales follow up.

And global rivals

GAP's philosophy of success

In fact, GAP's most famous commodity is not a blue skirt, but a pair of jeans.

In 1969, GAP founder, Donald Fisher, was choosing a pair of jeans suitable for his own in a fashion shop in California, but couldn't find a suitable pair of trousers if he chose them.

Driven by this kind of power, Mr. and Mrs. Fisher created GAP.

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GAP's first store was not a big success.

When the first shop of Lao fisher used Levi 's jeans (its own jeans brand was founded in 1974, its chain store sold the tapes sold by Levi' s' in 1991) and sold the tapes together, but the result was not ideal.

When GAP opened second stores, Lao Fisher focused on young people, emphasizing a younger shopping atmosphere.

The products we sell include round T-shirt, short and smart cotton blouse, jeans and so on.

The classic design of GAP is still jeans.

"And the point is that GAP sells more than just jeans, many jeans are paired with clothing."

Yang Deming said.

This new way of selling makes GAP soon known in the US.

In 80s and 90s twentieth Century, GAP developed rapidly, and its series of brands such as GAP, OldNavy and GAPkid went public.

Peg Andesil, the author of why we buy things: Science of shopping, says that the winner of modern retailing is people who spend the least energy on shopping.

For businessmen, your convenience is their business opportunity. Why don't you buy a dress of the same color to match your fancy vest? Peg Andesil added, "in fact, 70% of what we buy is actually not planned at the beginning.

This is where GAP is best at it. The salesmen open their arms to encourage customers to try.

Men, women, home, leisure, sports, children and baby clothing, accessories, GAP in the store layout on the hard work.

Everything is arranged in advance: all sizes have been carefully separated and the clothes that are arranged together are displayed.

"There are very few people here who want to buy clothes but can't buy them.

Even if there is no shop, you can search it online. "

Yang Deming said, "the success of GAP is partly due to the importance attached to customers. For example, the store stipulates 9 points, but there are people waiting in line after 8 o'clock. GAP's practice is that as long as this situation is found, the 8 will be open ahead of schedule."